Premium-rate services: Remit

Nov 18th '22

The Committee of Advertising Practice (CAP) Code does not apply to the content of “premium-rate services” (PRS), but it does apply to ads for those services.


Consumers pay for premium-rate services through their phone bill. Examples of these services include horoscopes, chatlines, adult material, and competitions. They are often advertised on 09 dialling codes and SMS Short codes. They also include 0870, 0871, 0872 and 0873 numbers.


The Scope of the Code states:


II The Code does not apply to:

b. the contents of premium-rate services, which are the responsibility of the Phone-paid Services Authority; marketing communications that promote those services are subject to Phone-paid Services Authority regulation and to the CAP Code


The Phone-paid Services Authority (PSA) Code of Practice applies to this content.


Advertisements for these services are subject to the CAP Code. Complaints about these ads may be investigated by the Advertising Standards Authority (ASA), independent of the PSA.


Source: CAP


Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the ASA.


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